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    Things to keep in mind when doing Marketing Automation

    by Mary Swick
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    It’s hard to make Digital Marketing effective when you can’t be working 24/7. Thankfully, this is where automation comes into play.

    Marketing automation is the use of tools or software to manage processes and nurture leads, guiding visitors through various lifecycle stages.

    A person might start off being a simple visitor then become a qualified lead and finally end up as a paying customer... Automation makes sure these people are getting the right information at the right time and place, regardless of if your team is working or not.

    Neil Patel says, rightfully, that automation “makes your job a little more painless, so you and your team can focus your time and attention on other efforts that drive revenue.” (source).

    For us at mbudo, automation means HubSpot workflows. Continue reading to learn what to keep in mind when doing Marketing Automation. 

     

    Data is important for Marketing Automation

    marketing automation relies heavily on data and analyticsYou need to know basic information about your contacts or visitors in order to include them in automated processes. For example, if you don’t capture at least their name and email address, it will be difficult to send them nurturing content.

    Furthermore, to send a contact the right content and information, you need to know a little bit more about them. Attain this information by filling in unique HubSpot properties via forms or a digital chatbot. Based on the information you have about your contacts, you can create workflows based off of:

    • Properties (location, company, job title/position, product/service interested in)
    • Forms or lists (filled out a certain form, is part of a certain list)
    • Actions or web history (clicked on a button, viewed certain website pages, opened your last email, become a contact through paid search/social, followed you on social media, etc.)

     

    Marketing Automation gives the right info at the right time & place

    Automation also involves telling your automated processes who, when, and what/how. Maybe you want to set up lead nurturing via email marketing.

    For example, imagine a set of contacts (the who) has shown interest in a particular product of yours. Over the course of a month, you can create a series of 2-4 emails (the what/how) to be released to these contacts, depending on if they continue opening the emails or clicking on your CTAs. By utilizing if/then branches within your workflows (the when), the actively engaged contacts will continue receiving further nurturing emails and eventually be sent to a landing page to buy the product or passed to a sales representative; the disengaged contacts will not be contacted further within this nurturing cycle.

    Knowing the medium/content to use and when to use it is an important factor in marketing automation.

     

    Remarketing and follow up makes a difference

    Marketing automation can include automatic emailsSometimes we find ourselves interested in something, but then after a little while, we forget about it and let it fall to the wayside.

    In Marketing, remarketing and reminders are key for lead nurturing and closing the sale. Automating reminders is a good way to keep these nurturing processes flowing smoothly. In fact, only 3% of first-time visitors buy from a website on their first visit (source).

    This means 97% of visitors need a gentle reminder about your product or services in order for you to have a chance at effectively converting them into clients. 

     

    Let your Digital Marketing strategy do the work for you! By incorporating automation like workflows into your strategy, you can keep your business moving at every hour of the day, across time zones, and in new international markets. Plus, the automation of repetitive tasks and processes will free up your time so that you can focus on other parts of your business.

    If you have any doubts about Marketing automation or chatbot strategy, let mbudo clear them up! We will help create the perfect Inbound Marketing Strategy for your business. Contact us anytime.

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    Mary Swick

    Mary Swick

    Mary is a professional copywriter with nearly 10 years of experience in Marketing and Advertising. As an American expat in Madrid, she enjoys the relaxed Spanish culture, hiking, and the latest shows from Netflix and HBO. Mary also loves cats and music (she's the office DJ!)